The commercial is set in a Chinese setting including houses and green lawns with Chinese music in the background. Large red symbol-like letters introduce “the new Beatle vs. an alarm clock.” The alarm clock goes off. The camera zooms into the headlights of a new Volkswagen Beatle. Suddenly the alarm clock explodes. A gong sounds and the words “Goodness Prevails” appear above the shiny red Beatle. A narrator directs the viewer to “forceofgoodness.com.” The commercial ends with the demand “Drivers Wanted. VW.”
Credits
Agency: arnold | Boston Ron Lawner, chief creative officer; Alan Pafenbach, executive creative director; Dave Weist, creative director; Colin Jeffery, creative director/copywriter; Jen Wells, art director; Susan Ebling Corbo, copywriter; Jen Wrentmore, producer; Ben Salsky, assistant producer. Production Company: Brand New School Jonathan Notaro and Jens Gehlhaar, directors; Stefan Czapsky, DP; Jared Libitsky, executive producer; Ellen Stafford, producer; Robert Fox, production designer. Shot on stage at Fox Studios, Los Angeles. Editorial: Lost Planet Paul Martinez, editor. Postproduction: The Syndicate Beau Leon, colorist. Visual Effects: Brand New School Craig Houcin, producer; Dickson Chow, VFX artist/3-D artist; Alan Latteri, Flame artist; Helder Sun, stop-motion photographer; Kevin Glick, stop-motion animator; Allessandro Thompson, stop-motion artist. Music: Ten Music The Transcenders, composer; Sarah Gavigan, creative director; Rachel Dunn, executive producer; Nicole
The Best Work You May Never See: Diamond, Director Mark Zibert “Finish It” For Terry Fox Foundation
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
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